Why Is Every Product Marketer Suddenly Being Asked to Make Video? w/ Natalie Taylor
Video landed on every marketer's plate this year. Nobody added headcount for it, and nobody explained how to actually get one made. Natalie Taylor runs marketing at Capsule, where enterprise teams like HubSpot, ServiceNow and Instacart build on-brand video without going through a creative team, and she has spent two years watching product marketers get stuck in the same queue.
Her fix runs against the standard playbook. Stop treating the launch video as the last asset. Make it first, because it is the most complex format you own, and once it is right the copy, the visuals and the email GIFs…
The skinny
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